Yet, in contrast to the slow growing, the literature will also promote the product’s ‘quick to cook’ attribute because of its maturity, meat marbling and artisan hand finishing.

“We are highlighting the uniqueness of KellyBronze over any other turkey on the market,” says Paul Kelly in his annual customer newsletter.

“The move to more completely wild woodland turkeys makes us really stand out from others, and taking poults from the first hatches of the season means we have the most mature turkeys possible.”

Paul Kelly says they do not cut corners in seeking to produce the best, with their research showing customers will pay a premium for the very best for Christmas Day.

He adds: “As far as we are aware, we are the only turkey company in the world to have control of pure line genetics through breeding, hatching, growing and processing in a fully licensed plant.”

The new point-of-sale material and new value-added lines, including joints and easy carve, are designed to tap further into the value-added route. The material features four-page flyers, posters and brochures.